Blog – Building a Personal Brand

The idea of “personal branding” can make researchers wince. It sounds like something out of a marketing seminar or a YouTube hustle tutorial. But here’s the thing: you already have a brand — whether you like it or not.

Every email you send, every time you chat with colleagues, the presentation you give, the topics you focus on, the way you introduce yourself at conferences — these are all quiet signals. They add up. And if you’re not shaping them deliberately, they’ll still take shape. Just possibly not in the way you’d hope.

Last year, I remember meeting someone at the AAIC Conference whose name I’d seen on Twitter a few times. Before I’d said anything, they said, “Oh, you’re the podcast guy, right?” I wasn’t. Or at least, I didn’t think I was. But I realised I’d posted lots of things in a row about needing guests, or the shows I had made. That was enough.

It’s a reminder: your brand isn’t your job title or a tagline. It’s what sticks.

What do you want to be known for? This isn’t about polishing your image — it’s about clarity. If someone was describing you to a funder, a collaborator, or a conference organiser, what would you want them to say?

You might be the “blood biomarker person” or the “researcher exploring lived experience in care homes.” Being known for something specific doesn’t box you in — it gives people a way in. It makes it easier for the right opportunities to find you.

That means making intentional choices. Share papers you find interesting. Show up to events aligned with your interests. Write blog posts (like this one). Speak up in meetings when your area is relevant. These little signals accumulate.

Be consistent, but don’t feel trapped. There’s a temptation to over-curate your presence — to only post polished takes or to fear that one wrong tweet will undo your efforts. Honestly, no one’s watching that closely.

Consistency doesn’t mean repetition. It means alignment. If your work is about equality, diversity and inclusion, then talking about equity, accessibility, or co-production is all part of the same thread.

And yes, you’re allowed to evolve. Personal brands, like research interests, shift. That’s normal. Just try not to make it impossible for people to understand what you do — or how to connect with you.

Make it easy for people to find and remember you. This is more practical than profound. Update your profiles. Use a decent headshot. Write a short bio that’s clear, not clever. When someone Googles your name, try to make sure at least one or two things they find are accurate, recent, and reflect who you are (when you contribute to the dementia researcher website, we publish bios on you, making you very ‘findable’).

If you’re comfortable, get on LinkedIn or Bluesky, Instagram or wherever your community gathers. Not everywhere. Just somewhere. Lurking is fine at first. Start small.

Oh — and pin something useful at the top of your profile. Something that says: “This is what I do, and here’s how you can learn more.”

You don’t need to be loud to be visible. Not everyone wants to be on stage. Not everyone should be. But personal branding isn’t about volume — it’s about signal. You can be reflective, quiet, or dryly funny and still build a strong, recognisable presence.

If you’re reliable, kind, and have a reputation for doing good work and helping others, that’s a brand too. One worth having.

What does all this mean for you? Your personal brand isn’t a vanity project. It’s how people understand who you are, what you care about, and why they might want to work with you. As early career researchers, you’re already doing the hard part — building expertise, navigating uncertainty, trying to make a difference.

Branding just gives that effort a bit more direction. A little more clarity. So that when opportunities knock, they actually find the right door. Turns out… I’m the podcast guy…. who are you?

Adam Smith

Author

Adam Smith was born in the north, a long time ago. He wanted to write books, but ended up working in the NHS, and at the Department of Health.  He is now Programme Director at University College London (which probably sounds more important than it is – his words). He has led a number of initiatives to improve dementia research (including this website, Join Dementia Research & ENRICH), as well as pursuing his own research interests. In his spare time, he grows vegetables, builds Lego, likes rockets & spends most of his time drinking too much coffee and squeezing technology into his house.

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